∼507.4%
ROI
218,802
people reached
11.59%
increase in ticket sales
The challenge
Entering its 12th year, Party at the Park, a growing music festival hosted by Chester 7s, faced the challenge of increasing awareness and ticket sales for its 2024 event. With competition growing in the festival scene, the event organisers turned to us to amplify their presence and drive higher attendance.
The approach
Our primary goal was to maximise exposure and ticket sales within the local area of the event.
We crafted a strategic Paid Social Media campaign, leveraging Facebook and Instagram (Meta) to target potential festival-goers.
Keeping it fresh
We ran a robust four-month campaign leading up to the event, focusing on:
Engaging content: We crafted compelling copy that highlighted key event details, including artist lineups, special offers, and exciting competitions.
Visual appeal: Standout graphics, artist promo videos, and custom highlight reels were used to capture attention and keep the ads fresh.
This flexible approach allowed us to optimise the campaign continuously, ensuring that the content remained relevant and engaging throughout.
Local attendees
Understanding the importance of reaching the right audience, we employed precise location targeting:
Initial phase: We targeted surrounding areas with a broad range, focusing on individuals with similar interests and demographics to past ticket buyers.
Final Push: As the event date neared, we widened the audience scope, removing specific filters to attract last-minute purchasers while simultaneously reducing the geographical range to include those most likely to make a last-minute purchase to a local event.
Lookalike and Custom audiences: Throughout the campaign, we utilised the Meta Pixel to target previous purchasers and re-target people depending on their stage in the funnel.
This strategic targeting helped us achieve significant engagement while efficiently utilising the limited budget.
Overall the dynamic and adaptable social media campaign successfully boosted ticket sales and drove record attendance for Party at the Park 2024. By focusing on engaging content, strategic targeting, and continuous optimisation, we were able to deliver outstanding results that exceeded the client’s expectations.
The Results
Tickets sold
We sold 568 tickets (based on CTR and avg. conversion rates) with 150 confirmed directly from the ads.
Record attendees
11.59% increase in tickets sold vs. the prior year.
Money well spent
We achieved ∼ 507.4% ROI.
“Before we started working with h2o our marketing was slow and had no clear path, since teaming up with Connor, Charisse and Zoe from h2o we now have a supported marketing strategy in place and have seen a significant increase in our sales and customer engagement. We can’t wait to expand our relationship with h2o as our business continues to grow”
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